What is Google Display Network?
What is Google Display Network? If you don’t know what Google Display Network is, grab a cup of your favourite hot drink, and pull up a chair. If you’re looking for an excellent way to reach customers all across the internet with more than the “same-old-same-old” ad formats, this is something you’re going to be really glad to know.
Knowing about Google and how they work is helpful. Did you know that they are now using Artificial Intelligence (AI) to determine relevance, placement, etc.? That means that now, more than ever, it’s worth every minute you spend learning how to work with their system in order to reach the widest audience possible.
Of particular importance today is our topic, What Is Google Display Network? We can define what it is, but also, what does Google Display Network do?
First of all, you need to know why it’s so important to know both what it is and what it does. That’s because it’s networked to millions of websites reaching over 90% of everybody on the Internet. Let that sink in.
This means that when people are online browsing any of the millions of sites, sharing Youtube videos, using Gmail, running Android apps or on mobile sites, they are likely on this network. That means that if you want to reach them, this is where they are. What is Google Display Network? It’s the place where YOU are most likely to reach your customers.
You’ve heard of Google Adwords. In a nutshell, the intent of Google Adwords is to place your ad on sites that are relevant. For example, if you’re selling cameras, your Google Adwords ad might show up on several photography blogs, or perhaps on a camera shop’s blog (yes, even on your competitor’s sites, if they’re monetizing their blog with Google Adwords).
What does Google Display Network do?
Here is what the Google Display Network does. It Google Adwords is actually broken into two main networks. One uses the Google Adwords search network to reach people who are already looking for something specific. In other words, when they type in a search query, the network supplies them with relevant results.
The second major network is the Google display network. This is the one that uses Google Adsense to shows ads designed to capture someone’s attention before they even get to the search stage. Going back to the example of selling cameras, you catch a potential buyer’s eye when he’s on a photography blog reading about new photography technology. This helps him decide what camera to buy even before he goes looking and if you have an online store, can even more quickly lead to a sale.
What Google Display Network does for you is, it lets you reach the right audience among all the millions of websites. If you have been trying to get your message out in other ways, you know what a huge job that is! Basically, you are one little voice trying to be heard in a crowd of millions!
With the display network, your message is delivered to targeted potential clients at exactly the right moment. Instead of being that little voice in a crowd of millions, you could be right in front of someone who is looking for exactly what you have to offer.
Google Display Network Algorithm
Google Display Networks made up about 23% of Google’s advertising revenue in 2015. That is increasing rapidly, as the value of the network continues to rise. Instead of the old Google Adsense that many are familiar with, Google has taken that technology and built something far superior. It’s called contextual advertising.
This used to be managed using Google’s ever evolving algorithms. What it basically did was determine, via a “recipe” known only to Google, was determine what returns were most relevant to a searcher or what display ads to serve up when someone visited a website in the Adsense program.
Context was determined by a number of factors, including keywords, geography, search habits, etc., and if possible, gender, age, income, etc., if that information was available. Since this “recipe” was created by humans (the engineers), there was always a possibility that it could be figured out and manipulated.
In fact, this is what often happened. The worst problem was the abuse of Adsense. People quickly figured out they could make a fortune if they could serve up millions of sites loaded with Google Adwords advertisements. This was very bad for advertisers, although few likely even noticed at the time.
A whole “SEO” industry grew out of the idea of basically milking it with hundreds and thousands of often software generated sites that were very little more than poor quality websites designed not to sell anything, but simply to generate large amounts of generally worthless traffic specifically to make money from Adsense.
That has now changed. In early 2015, Google began bringing its deep learning system called RankBrain online, a highly advanced artificial intelligence (AI). One of its tasks is to help generate the responses for search queries. By the fall of 2015, this new and growing machine neural network played a significant role in processing the millions of new Google queries that exist every second.
What this means, in my opinion, is that Google has leveled the playing field somewhat. According to Google, RankBrain is even now its third most important ranking factor.
What this means for you is that when you realise what the Google Display Network is and start using it, you now have the added security of knowing the advertising you are paying for is being displayed on quality, relevant sites. In turn, this potentially means that the clicks coming through to your website from this advertising will be much more targeted and more likely to generate sales.
As Cade Metz wrote in a Wired.com article, “AI is transforming Google Search. The rest of the web is next.”
That transformation means that cheating is going to be way more difficult. The entire Google Display Network is now being monitored by a transistorised brain that never sleeps and learns non-stop every second. This can only increase the value of the network to anyone using it.
Indeed, as Mr. Metz wrote, the rest of the web is next. The key to making something as powerful as the display network work for you is to get a little professional assistance. Now that you know a bit more about what I am talking about, it’s time to grow your own brand.